Outreach marketing is the principle of clearing away all the marketing confusion and putting the focus back on the person to person relationship. But just how exactly do you analyse if an outreach opportunity is right for your legal practice? Below we’ll talk you through what we feel are three of the most important metrics you can use to analyse your outreach opportunities.
Domain Authority and Moz Rank
These are two quick and easy measurement metrics that can help you get an idea of the trust worthiness and search engine performance of your outreach opportunities.
Domain Authority is a score on a scale up to 100, developed by Moz which predicts how well a site will rank in search engines. It’s really useful when comparing two or more websites, in the case of an outreach opportunity you’ll ideally want to see your advocate’s website have a higher rank than your legal practice’s, as that can help your search engine performance as well as give you an indicator of how easily it will be for potential claimants to find you through your influencer’s channels.
Moz Rank on the other hand reflects the importance of a webpage in terms of the number of links it has coming into it and is scored between zero and ten. The average Moz Rank score is around 3.
You can download the Moz Bar plugin for chrome which will allow you see this information when analysing future outreach opportunities.
Number of followers
The next important tool to analyse is your outreach opportunity’s following, whether that be on social media or on their blog or website, this is the same for journalists and bloggers alike. Some advocates will focus on just one channel and have an immensely strong following on it and others will utilise multiple channels and have followers spread across them. Here it’s important to look at the type of followers your potential advocate has, as these may differ across the various channels depending on the types of content they post. When it comes down to it if you’re trying to build outreach for a piece of content related to a new piece of buy-to-let legislation you don’t want your influencer’s following all to be interested in personal injury legislation!
Not only is it important to look at the numbers and types of followers your potential outreach opportunity will offer, you also need to know how that influencer interacts with their followers across their chosen channels. Here it’s important to make sure they don’t just simply re-post content but engage their audience with the content, asking questions to their followers and building upon what your content says. It’s also worth seeing if they are happy to introduce you or one of your legal experts to their audience in a live twitter chat or something similar, as this can be a great to allow you to build a direct relationship with their audience and hopefully generate some leads.
There are 3 tools you can use to analyse your outreach opportunities but remember that you need to underpin that outreach with strong content marketing efforts. Why not check out our eBook and get some great tips for your legal firm: 9 Content Marketing Tips for the Legal Sector